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Why did brands resist to create a brand communities in the past?

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posted Feb 12 by Rishabh Agarwal

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Many higher-ups in brands are still sold on this idea that it’s about acquisition. Incentives impact results quicker when you’re focusing on acquisition and on the media ROI. Loyalty is definitely a longer-term play. It takes longer for results. That can be very discouraging for people who like to see results immediately.

There also are a lot of other challenges like the technical expertise in execution. Tying together and translating marketing and brand loyalty objectives into technical specifications is really hard for a lot of marketers. These can range from an online community platform to a new type of CMS or even something like beacon technology.

answer Feb 13 by Monisha R Shetty
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